Creative proposal example
A brand identity proposal presentation from a design studio
A studio's rebrand proposal for a local bakery, for designers and agencies pitching creative work. It plays back what the client said, sums up the brief, presents the concept and two creative routes with a recommendation, then sets out deliverables, fees and a twelve-week timeline.
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01Cover
Hearth & Field Rebrand
Brand identity proposal · Lowlight Studio · 21 January 2027
02Agenda
What we'll cover
- The brief
- Our concept
- Moodboard and direction
- Deliverables and timeline
- The studio team
03Section
What we heard
A much-loved local bakery that looks like every other café on the street.
04Key numbers
The bakery has outgrown its look
Customers love the bread but cannot picture the brand: only 29% could describe the logo unprompted.
- 6 — Bakeries today
- 12 — Bakeries by 2028
- 29% — Can describe the logo
- 4 — Logo versions in use
05Chart
Customers love the bakery but cannot recognise the brand
Chart: Recognition (%), Loyalty (%) across Hearth & Field, Crumb Co., Oven House, Daily Loaf.
- Recognition (%): Hearth & Field 29 · Crumb Co. 64 · Oven House 58 · Daily Loaf 47
- Loyalty (%): Hearth & Field 82 · Crumb Co. 61 · Oven House 55 · Daily Loaf 49
Loyalty is already the highest on the street. The identity has to catch up with the product.
06At a glance
The brief in five lines
- Look as good as the bread tastes — A distinctive identity that works from a paper bag to a shopfront, ready for the six new bakeries opening by 2028.
- One logo, not four — Retire every variant.
- Warm, not rustic — No farmhouse clichés.
- Works in one colour — Stamps, bags, receipts.
- Ready for 12 sites — Signage system included.
07Points
Our concept: the mark of the maker
Every loaf is scored by hand. The identity borrows that gesture.
- A wordmark built from the four scoring cuts a baker makes before a loaf goes into the oven.
- A warm palette of crust, flour and rye, tested for contrast on kraft paper and signage.
- A stamp system so each bakery can mark its bags, boxes and menus with its own location.
08Two columns
What changes, and what stays
Changes
- Logo and wordmark
- Colour palette and type
- Packaging and signage
Stays
- The Hearth & Field name
- Hand-written daily menus
- The green shopfront doors
09Comparison
Two creative routes, and why we recommend Scored
Route A: Scored
- Hand-cut wordmark, warm palette
- Strongest on packaging
- Our recommendation
Route B: Hearth
- Geometric hearth symbol
- Strongest on signage
- Feels closer to rivals
10Table
Deliverables and fees
Deliverable Phase Weeks Fee Brand strategy Discover 2 $14K Identity Design 4 $32K Packaging Apply 3 $18K Signage kit Apply 3 $16K 11Timeline
Twelve weeks from brief to launch
- Weeks 1–2Discovery: bakery visits, customer interviews and a competitor audit.
- Weeks 3–6Two creative routes presented, one refined with your founders.
- Weeks 7–9Packaging, menus and the stamp system printed for testing.
- Weeks 10–12Signage kit, brand guidelines and handover to your printers.
12Process
How we work with your team
- ListenTwo days behind the counter before any design.
- SketchBoth routes shown on real bags and signs.
- RefineWeekly reviews with your founders.
- HandoverGuidelines and print-ready files for every site.
13Composed
One system carries the founders' story to every shop
- Story: Founder interviews and bakery visits (Your team)
- Concept: Two routes in three weeks (Lowlight Studio)
- Identity: Wordmark, palette and type (Lowlight Studio)
- Apply: Bags, boxes, menus and signs (Lowlight Studio)
- Launch: First bakery relaunches in May (Your team)
Reviews
- Weekly: design crit with founders
- Fortnightly: print and material tests
- Phase end: sign-off meeting
Workstream Lead Output 1 Brand strategy Nadia Haddad Positioning page 2 Identity design Jonas Berg Wordmark and palette 3 Packaging Ama Mensah 12 print-ready items 4 Signage Rafael Ortiz Shopfront kit How we'll work
- One studio lead: Nadia is your single contact
- Real materials: Reviews on paper, not screens
- Fixed fee: No surprises on scope
Success looks like: Customers can draw the logo
14Image
The wordmark in the wild
We printed Route A on kraft bags, coffee cups and a shopfront mock-up. It holds up at 2 cm on a stamp and at 3 m above a door.
- Tested on nine real materials
- Reads from across the street
Image: Kraft paper bakery bag stamped with a hand-cut wordmark on a wooden counter
15Team
The studio team on your account
- Nadia Haddad, Creative Director. Your single point of contact.
- Jonas Berg, Senior Designer. Wordmark and type.
- Ama Mensah, Packaging Designer. Bags, boxes and menus.
- Rafael Ortiz, Environmental Designer. Shopfront and signage.
16Quote
What a recent client said
“They spent two days behind our counter before drawing a thing. The identity feels like it was always ours.”
17Closing
Let's make the brand as good as the bread
Approve the proposal by 4 February and your first relaunched bakery opens with its new identity in May.
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Questions
Show you listened before you show work: what you heard, the brief in a few lines, then the concept. Present no more than two or three routes and say which you recommend, then deliverables, fees and timing.